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There is plenty of upside in applying behavioural science, but there are five pitfalls that you should know about too. 

In this video I’m going to take you through the 5 pitfalls of behavioural economics, and how to avoid them.

Pitfall #1. Thinking it only applies to customers

Behavioural economics is the study of how emotional, social and cognitive biases and heuristics impact behaviour. 

Behaviour is the operative word here, because the same forces that impact your...